Firestone takes the right way forward
Tom Dougherty, CEO – Stealing Share
22 October 2012
Firestone redefines its category
Firestone’s new brand promise is so good and so compelling that everyone in every category should take notice. It found the highest intensity and claimed it.
“While we don’t make cars, Firestone is a car company,” is a stroke of genius. From an inside perspective, it takes a lot of brass to position yourself against your own product, but that is just what they has done. It recognized that no one buys tires because of the enjoyment of the rubber. Customers buy tires as a necessity, while their emotional attachment is to a bigger idea: cars.
“Its promise is simply more emotional than Michelin’s ‘you have a lot more riding on your tires.'”
Firestone will steal market share from competitors
The competition will scramble to play second best to the company that’s seized upon the highest emotional intensity. Its promise is simply more emotional than Michelin’s “you have a lot more riding on your tires.”
The message instantly makes the brand more important and more preferred than those of its competitors.
Kudos, Firestone. A brand that gets it.
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